In the context of economic downward and industrial structural adjustment, cultural level of entrepreneurs exerts direct influence on entrepreneurial results, while reading behavior of entrepreneurs is closed connected with cultural level of entrepreneurs. Therefore, it is of utmost importance to analyze the relation between reading behavior and entrepreneurial performance. Based on the survey data of 200 enterprises in one-hour economic circle of Chongqing, this paper analyzed three dimensions of reading behavior of entrepreneurs: reading subjects, reading media, and reading environment. It analyzed the relation between these three indicators and entrepreneurial performance. It further divided entrepreneurial performance into survival performance and financial performance. Finally, it came up with following conclusions: (i) good reading exerts significantly positive effect on survival performance of entrepreneurial enterprises; (ii) suitable reading environment plays a positive role in financial performance of entrepreneurial enterprises.


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